The Experiment is Over

PRSA Digital Summit, May 1, 2009

Adam Christensen

IBM Corporation

Twitter: @adamclyde

This presentation: http://www.slideshare.net/adamclyde

Some observations

Social Media

*

(0) Value

Fail

Social Media

*

x (Value)

y (Success)

(where x is unknown)

Social Media

*

X (Value)

X (Success)

(Where X is known variable)

business model

corporate culture∫Value ( )

Communications1.0 2.0

PR & Marketing

Media Outlets

Stakeholders

PR & Marketing

Media Outlets

Stakeholders

Background: Why social media at IBM?

• 400,000 employees

• 170 countries

• B2B, Not consumer

• Company of “experts”

• Value– To flatten

organization– To learn– To influence

• Culture– Collaborative– Progressive– Risk averse

Underlying foundations

IBM Values Social ComputingGuidelines

The AuthenticEnterprise

Empower everyone.

Trust employees… they are the

brand

Current picture of IBM & social media

1,000,000 dailywiki page views

60,000 socially networked

16,000Internal blogs

8,500,000Downloads

1,000+

250,000

70,000+

40,000+

1,000s

Internal External

150,000 people

46,000ideas

10New Businesses

$100 millionInvested

Real-time Translation

Simplified Business Engines

Intelligent Utilities

3D Internet “Digital Me”

Big Green Innovations

Branchless Banking for

Masses

Smart Healthcare Payment Systems

Intelligent Transportation

Electronic Health

Records

A Smarter Planet

Instrumented

Interconnected

Intelligent

Smarter Energy

Smarter Water

Smarter Healthcare

Smarter Traffic

Intelligent Utility Networks

Big Green Innovations

Smart Healthcare Payment Systems

Intelligent Transportation

Systems

Electronic Health Record System

A Smarter Planet

Recap

Social media v. corporate culture = fail

Social media – defined value = ?success

Social media as function of business model = success

Stay connected

Twitter: http://twitter.com/adamclyde

LinkedIn: http://www.linkedin.com/in/adamchristensen